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| Preface | p. vi |
| Introduction to Rhetoric and Rhetorical Analysis | p. 1 |
| What Is Rhetoric? | p. 2 |
| What Is Rhetorical Analysis? | p. 3 |
| What Is the Rhetorical Perspective? | p. 4 |
| What Can You Find in This Book? | p. 5 |
| Kairos and the Rhetorical Situation | p. 7 |
| Kairos | p. 9 |
| Aspects of the Rhetorical Situation | p. 11 |
| Analysis 1: Kairos and the Rhetorical Situation in "Letter from Birmingham Jail" | p. 21 |
| Analysis 2: Volkswagen's 1960 "Why" Advertisement and the Historical-Cultural Context | p. 28 |
| Writing a Kairos Analysis | p. 35 |
| Student Analysis of Kairos and a Recent Documentary: Rebecca Reilly, "The Kairos of War" | p. 39 |
| Argumentation | p. 44 |
| The Classical Pisteis: Ethos, Logos, Pathos | p. 45 |
| Reasons and Evidence: The Artistic and Inartistic Pisteis | p. 48 |
| Argument and the Structure of Practical Reasoning | p. 50 |
| Classical Terms for Argument: Enthymeme and Epicheireme | p. 54 |
| More Classical Terms: Topics and Stases of Argument | p. 71 |
| Sample Analysis: Enthymematic Argument in the First Half of "Letter from Birmingham Jail" | p. 81 |
| Writing an Argument Analysis | p. 91 |
| Student Analysis of Argument in a Video Game: David Daniels, "Building an Electronic Empire with Argument" | p. 96 |
| Structure | p. 102 |
| Basic Principles: The Psychology of Form | p. 104 |
| Some Varieties of Form: Progressive, Repetitive, and Conventional | p. 106 |
| The Form of Argumentation: The Classical Template | p. 115 |
| Spatial Form and Information Architecture | p. 119 |
| Sample Analysis: Structure and the Classical Template in "Letter from Birmingham Jail" | p. 123 |
| Writing a Structure Analysis | p. 129 |
| Student Analysis of Structure in a Commercial: Haley Faulkner, "Real Beauty, Real Form: An Analysis of Structure in the Dove 'Onslaught' Video" | p. 132 |
| Style | p. 136 |
| The Virtues of Style | p. 138 |
| Diction: Word Choice | p. 142 |
| Figures of Speech and Thought | p. 144 |
| Rhythmic Composition | p. 157 |
| Delivery | p. 160 |
| Types of Style | p. 161 |
| Style and Delivery in Visual Texts: A Note | p. 167 |
| Sample Analysis: On the Styles of Chrysler and VW | p. 169 |
| Writing a Style Analysis | p. 176 |
| Student Analysis of Style in a Televised Public Service Announcement: Tara Hall, "Clarity and Rhythm in a British PSA" | p. 181 |
| Ideology (Logos Revisited) | p. 185 |
| Searching for Ideological Presuppositions | p. 189 |
| Searching for Ideological Overlap | p. 194 |
| Searching for Ideological Extension | p. 197 |
| Searching for Ideological Paradoxes | p. 199 |
| Sample Analysis: Paradoxical Liberty in King's "Letter" | p. 201 |
| CODA: Ideological Analysis as Cultural Analysis, or The Fifth Rhetorical Canon of Memory | p. 207 |
| Affect (Pathos Revisited) | p. 208 |
| Interpretation and Affect | p. 209 |
| How Can We Observe/Analyze Affect? | p. 211 |
| Pathemata, or What to Look for When Analyzing Affect | p. 213 |
| Analyzing Emotional Repertoires | p. 223 |
| Sample Analysis: Emotional Repertoires Invoked by Two Print Ads | p. 224 |
| Habit (Ethos Revisited) | p. 232 |
| Ethos and the Psyche | p. 233 |
| Ethical Appeal and Identification | p. 235 |
| What Makes an Ethical Appeal? Habits | p. 237 |
| An Analytic Vocabulary: Habit, The Habitus, and The Social Field | p. 239 |
| The Ironic Habitus and the "Why" Ad | p. 243 |
| Martin Luther King, Jr.'s "Letter from Birmingham Jail" | p. 251 |
| Chrysler Ad from April 25, 1960 Issue of Life Magazine | p. 268 |
| Volkswagen's "Why" Ad from April 25, 1960 Issue of Life Magazine | p. 269 |
| Works Cited | p. 270 |
| Credits | p. 271 |
| Index | p. 272 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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